Consumers' Preference of Rice Brands in Korea
2
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
This paper conducts several analyses to discuss about consumers' preference of rice brands and suggest a way to reduce the number that currently stands at about 1,700 in the Korean market. With data collected from 358 survey respondents, a conjoint analysis was conducted to identify consumers' preferences of Korean rice in regard to such aspects as producing area, brand, category, and price. We particularly focused on analyzing the consumers' preference of rice brands, with some scenarios to decrease the number of brands. The paper also estimated the virtual market shares of rice brands. As results of the analyses, the paper shows that the grouping of individual rice brands in a city or county under one representative brand is the most preferred by Korean consumers. Even though the suggestion in this paper may not be acceptable to every case of rice brands in the Korean market, the findings might act as a guideline in developing a policy to cut down the number of Korean rice brands.
Abstract
This paper conducts several analyses to discuss about consumers' preference of rice brands and suggest a way to reduce the number that currently stands at about 1,700 in the Korean market. With data collected from 358 survey respondents, a conjoint analysis was conducted to identify consumers' preferences of Korean rice in regard to such aspects as producing area, brand, category, and price. We particularly focused on analyzing the consumers' preference of rice brands, with some scenarios to decrease the number of brands. The paper also estimated the virtual market shares of rice brands. As results of the analyses, the paper shows that the grouping of individual rice brands in a city or county under one representative brand is the most preferred by Korean consumers. Even though the suggestion in this paper may not be acceptable to every case of rice brands in the Korean market, the findings might act as a guideline in developing a policy to cut down the number of Korean rice brands.
참고문헌 (13)
- 채용우, "브랜드쌀 속성에 관한 소비자선호 및 시장변화 분석", 농업경제연구, 47(4), pp.53~74 (2006), 한국농업경제학회
- Kim, Chul Ho, "Analysis about Consumers’ Response to Local Brand of Rice", Korean Journal of Food Marketing, 17(1) (2000)
- Korean Ministry for Food, "Agriculture, Forestry and Fisheries" (2008), White Book about Korean Rice Brand
- Korean Ministry for Food, "Agriculture, Forestry and Fisheries" (2008), The Manual for Developing Rice Brand
- Ko, Soon Chul, "Consumer Perceptions and Buying Behavior of Branded Rice", Korean Journal of Agricultural Extension, 10(1) (2003)
- Park, Pyung Shik, "Consumers` Recognition on Rice Quality & Brand and Marketing Strategy", Korean Journal of Agricultural Management and Policy, 32(3), pp.427~446 (2005)
- Park, Hyeon Suk, "An Empirical Analysis of Excellent Brand Rice Purchase Decision", Korean Journal of International Area Studies, 11(2), pp.366~387 (2007)
- Park, Sungho, "Strategy for Efficient Management of Rice Brand" (2009), Rural Development Administration
- Lee,Sun Seog, "An Analysis of Consumers` Preference and Homogeneity on the Brand Rice", Korean Journal of Food Marketing, 20(2) (2003)
- 이순석, "다중범위 이산선택 CVM기법을 이용한 무농약 브랜드 쌀에 대한 소비자 가치평가-서울 지역 주부소비자 조사를 중심으로-", 농업경영.정책연구, 30(2), pp.224~238 (2003), 한국농업정책학회
- Lee,Won Woo, "The Study on the Local Brand and Marketing of Rice in Kyonggi Province", Korean Journal of Food Marketing, 17(3) (2000)
- Jeon,Chang Gon, "A Study on Strategies, Success Factors and Types of Allied Brand for Agricultural Products", Korean Journal of Food Marketing, 21(1) (2004)
- 전창곤, "우리나라 농산물 공동브랜드화의 실태와 일본의 공동브랜드화 연구", 식품유통연구, 23(1), pp.53~77 (2006), 한국식품유통학회